Appealing to vanity, the Drinking Mirror takes a picture of the user's face and morphs it into a redder, fatter version, according to how many glasses of wine she admits to.

Scary: How alcohol ages you. Picture: drinksmarter.org

A NEW campaign launched in Scotland is encouraging women to reduce their drinking in 2013 by appealing to their vanity.

The initiative includes a smart phone app, dubbed the "Drinking Mirror", that shows people how they will age if they drink too much. The Android app is free until the end of March or curious drinkers can access an online version at www.drinksmarter.org/web-version

Particularly targeted at women, the campaign encourages drinkers to ponder the detriment to health and appearance wrought by excessive drinking and advises making small changes, such as alternating alcoholic and non-alcoholic beverages, drinking from a smaller glass or having alcohol-free days in the week.

"Evidence shows us that most people who drink alcohol, particularly at home, have no idea of how much they are actually consuming," said Alex Neil, the Scottish health minister. "This campaign will show people how small changes to their drinking habits can have a significant impact on their health and wellbeing."

Scottish authorities say alcohol-related deaths among women in their 30s and 40s have doubled in the last 20 years and cirrhosis rates have tripled.

Appealing more to their vanity than their health concerns, the Drinking Mirror takes a picture of the user’s face and morphs it into a redder, fatter version, according to how many glasses of wine - from none to more-than-ten - the user admits to.

"Alcohol undoubtedly has an effect on our appearance in the short and long-term," says GP Dr Samantha Robson. "As well as causing bloating and dark circles under your eyes, alcohol dries out skin and can lead to wrinkles and premature aging.

"Many people forget that alcohol also affects their sleep, which doesn’t do skin any favours. But drinking more than you should over time can have other, more permanent, detrimental effects on your skin and more importantly your overall health."

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